在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运...在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运动如何针对特定细分市场制定策略,以实现资源优化配置。最后,研究乐刻运动的市场定位策略,揭示其如何通过独特的品牌形象和服务特点,满足目标消费者的需求,并在竞争中脱颖而出。研究发现,乐刻运动通过精准的市场细分、目标市场选择和市场定位,有效提升了品牌影响力和市场占有率。本研究为健身行业其他品牌提供了营销策略的参考,有助于企业在复杂多变的市场环境中制定有效的营销方案。Against the backdrop of fierce competition in the current fitness industry, this study takes Leke Sports as a case study and explores its marketing strategy from the perspective of STP (Market Segmentation, Target Market Selection, Market Positioning). Firstly, by segmenting the market of Leke Sports, identify the needs and characteristics of different consumer groups. Secondly, in terms of target market selection, analyze how Leke Sports formulates strategies for specific segmented markets to achieve optimized resource allocation. Finally, research the market positioning strategy of Leke Sports, revealing how it meets the needs of target consumers and stands out in competition through its unique brand image and service characteristics. Research has found that Leke Sports has effectively enhanced its brand influence and market share through precise market segmentation, target market selection, and market positioning. This study provides a reference for marketing strategies for other brands in the fitness industry, which can help companies develop effective marketing plans in complex and changing market environments.展开更多
文摘在当前健身行业竞争激烈的背景下,本研究以乐刻运动为案例,从STP (市场细分、目标市场选择、市场定位)视角出发,探讨其营销策略。首先,通过对乐刻运动的市场细分,识别出不同消费者群体的需求和特征。其次,在目标市场选择上,分析乐刻运动如何针对特定细分市场制定策略,以实现资源优化配置。最后,研究乐刻运动的市场定位策略,揭示其如何通过独特的品牌形象和服务特点,满足目标消费者的需求,并在竞争中脱颖而出。研究发现,乐刻运动通过精准的市场细分、目标市场选择和市场定位,有效提升了品牌影响力和市场占有率。本研究为健身行业其他品牌提供了营销策略的参考,有助于企业在复杂多变的市场环境中制定有效的营销方案。Against the backdrop of fierce competition in the current fitness industry, this study takes Leke Sports as a case study and explores its marketing strategy from the perspective of STP (Market Segmentation, Target Market Selection, Market Positioning). Firstly, by segmenting the market of Leke Sports, identify the needs and characteristics of different consumer groups. Secondly, in terms of target market selection, analyze how Leke Sports formulates strategies for specific segmented markets to achieve optimized resource allocation. Finally, research the market positioning strategy of Leke Sports, revealing how it meets the needs of target consumers and stands out in competition through its unique brand image and service characteristics. Research has found that Leke Sports has effectively enhanced its brand influence and market share through precise market segmentation, target market selection, and market positioning. This study provides a reference for marketing strategies for other brands in the fitness industry, which can help companies develop effective marketing plans in complex and changing market environments.
